#ContentCura*on	  @GetCurata	  Jessie	  Zubatkin	  Curata,	  Inc.	  www.curata.com	  How to become acontent curationrockst...
#ContentCura*on	  @GetCurata	  Have you ever…Emailed an article?Shared a blog post on twitter?Pasted a link to facebook?
#ContentCura*on	  @GetCurata	  Then you’ve curated.
#ContentCura*on	  @GetCurata	  
#ContentCura*on	  @GetCurata	  
#ContentCura*on	  @GetCurata	  Why curation is relevant now?Consumers have too muchcontent
#ContentCura*on	  @GetCurata	  But marketers have too little.
#ContentCura*on	  @GetCurata	  What are your content marketing challenges?©2012 Curata, Inc. Annual Content Curation Adopt...
#ContentCura*on	  @GetCurata	  What are your content marketing challenges?©2012 Curata, Inc. Annual Content Curation Adopt...
#ContentCura*on	  @GetCurata	  “A	  Content Curator is	  someone	  who	  con*nually	  finds,	  groups,	  organizes	  and	  ...
#ContentCura*on	  @GetCurata	  Great content worksThe	  more	  content	  you	  produce,	  the	  more	  likely	  you	  are	...
#ContentCura*on	  @GetCurata	  The Content Curation Process
#ContentCura*on	  @GetCurata	  WHY CURATE
#ContentCura*on	  @GetCurata	  Curation in MuseumsYou	  can	  create	  value	  simply	  by	  cura*ng.	  
#ContentCura*on	  @GetCurata	  ©2012 Curata, Inc. Annual Content Curation Adoption Survey
#ContentCura*on	  @GetCurata	  Curation Benefits•  Revive site traffic•  Improve SEO performance•  Increase the quantity &...
#ContentCura*on	  @GetCurata	  “The combination of curated and original content appears to appeal to readers, which I beli...
#ContentCura*on	  @GetCurata	  SEO takes time…“We are very pleased to be listedorganically on the first page of ‘enduser e...
#ContentCura*on	  @GetCurata	  “If I look at all of our company’s curated content for this quarter I had 470 views.To put ...
#ContentCura*on	  @GetCurata	  “We	  doubled	  our	  traffic	  this	  quarter	  over	  last.”	  “We	  have	  e-­‐newsleIer	 ...
#ContentCura*on	  @GetCurata	  
#ContentCura*on	  @GetCurata	  HOW TO CURATE
#ContentCura*on	  @GetCurata	  1.  Iden*fy	  2.  Find	  3.  Organize	  4.  Share	  5.  Create	  Steps to successful curati...
#ContentCura*on	  @GetCurata	  Identify
#ContentCura*on	  @GetCurata	  
#ContentCura*on	  @GetCurata	  
#ContentCura*on	  @GetCurata	  FindSources	  – RSS	  Feeds	  – News	  Sites	  – Blogs	  – Trade	  Pubs	  – TwiIer	  – Jour...
#ContentCura*on	  @GetCurata	  
#ContentCura*on	  @GetCurata	  
#ContentCura*on	  @GetCurata	  Organize§  Categorize	  §  Tag	  §  Group	  §  Index	  §  Archive	  §  Recommend	  Th...
#ContentCura*on	  @GetCurata	  
#ContentCura*on	  @GetCurata	  
#ContentCura*on	  @GetCurata	  Share§  Website	  /	  Microsite	  §  Blog	  §  Mobile	  devices	  §  Email	  NewsleIer	...
#ContentCura*on	  @GetCurata	  
#ContentCura*on	  @GetCurata	  
#ContentCura*on	  @GetCurata	  Create – add value§  Annotate	  §  Analyze	  §  Recap	  or	  summary	  §  Ask	  ques*on...
#ContentCura*on	  @GetCurata	  
#ContentCura*on	  @GetCurata	  Content Curation & Fair Use•  Share	  only	  a	  por*on	  of	  the	  original	  content	  •...
#ContentCura*on	  @GetCurata	  Think beyond your own brand§  Include	  compe*tor	  content	  §  Include	  content	  that...
#ContentCura*on	  @GetCurata	  www.curata.com/resources
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How to Become a Content Curation Rockstar, B2B Content Marketing Open Dialogue, Toronto 2013

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Marketers all know how important original content is to maintaining a brand presence and how to use it to create thought leadership. Content curation, the process of finding, organizing and sharing online content, is increasingly a widely adopted content marketing strategy that can not only help with growing the brand, it can help fuel social media channels and boost overall lead generation. In this session you will learn the basics of content curation, examine cases of how real-world brands from Adobe to Intel are employing curation, and identify some simple steps you can use today to begin curating.

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How to Become a Content Curation Rockstar, B2B Content Marketing Open Dialogue, Toronto 2013

  1. 1. #ContentCura*on  @GetCurata  Jessie  Zubatkin  Curata,  Inc.  www.curata.com  How to become acontent curationrockstar!#ContentCura*on  @GetCurata  
  2. 2. #ContentCura*on  @GetCurata  Have you ever…Emailed an article?Shared a blog post on twitter?Pasted a link to facebook?
  3. 3. #ContentCura*on  @GetCurata  Then you’ve curated.
  4. 4. #ContentCura*on  @GetCurata  
  5. 5. #ContentCura*on  @GetCurata  
  6. 6. #ContentCura*on  @GetCurata  Why curation is relevant now?Consumers have too muchcontent
  7. 7. #ContentCura*on  @GetCurata  But marketers have too little.
  8. 8. #ContentCura*on  @GetCurata  What are your content marketing challenges?©2012 Curata, Inc. Annual Content Curation Adoption Survey
  9. 9. #ContentCura*on  @GetCurata  What are your content marketing challenges?©2012 Curata, Inc. Annual Content Curation Adoption Survey
  10. 10. #ContentCura*on  @GetCurata  “A  Content Curator is  someone  who  con*nually  finds,  groups,  organizes  and  shares  the  best  and  most  relevant  content  on  a  specific  issue  online.”  - Rohit Bhargava, Ogilvy
  11. 11. #ContentCura*on  @GetCurata  Great content worksThe  more  content  you  produce,  the  more  likely  you  are  to  acquire  a  customer  through  content.  
  12. 12. #ContentCura*on  @GetCurata  The Content Curation Process
  13. 13. #ContentCura*on  @GetCurata  WHY CURATE
  14. 14. #ContentCura*on  @GetCurata  Curation in MuseumsYou  can  create  value  simply  by  cura*ng.  
  15. 15. #ContentCura*on  @GetCurata  ©2012 Curata, Inc. Annual Content Curation Adoption Survey
  16. 16. #ContentCura*on  @GetCurata  Curation Benefits•  Revive site traffic•  Improve SEO performance•  Increase the quantity & quality of leads•  Reduce lead acquisition costs•  Enhance thought leadership positioning•  Lower content creation costs
  17. 17. #ContentCura*on  @GetCurata  “The combination of curated and original content appears to appeal to readers, which I believe is thereason we increased traffic on the site 100% during the past year.”– Tim Moran, Editor In Chief, CMO.com, Adobe Systems
  18. 18. #ContentCura*on  @GetCurata  SEO takes time…“We are very pleased to be listedorganically on the first page of ‘enduser experience’ with our site. Thatwas a key goal that has beensustained since earlier this year (soabout 6 months after implementation).This was and remains a key metric forus and proves the value.”– Donna Parent, VP Marketing,Aternity•  Updated contentfrequency•  Inbound links•  Long tail keywords•  Categorization
  19. 19. #ContentCura*on  @GetCurata  “If I look at all of our company’s curated content for this quarter I had 470 views.To put it in perspective we launched an e-book recently and had 484 downloadsand it was considered a wild success. If you were to pay for a program like this,with a media company managing the program for you, it would cost somewherebetween $15 and $20k.”- Chuck Eberl, EVP Marketing, Connance
  20. 20. #ContentCura*on  @GetCurata  “We  doubled  our  traffic  this  quarter  over  last.”  “We  have  e-­‐newsleIer  open  rates  of  20-­‐25%  &  more  than  doubled  newsleIer  subscrip*ons  in  only  4  months!”  “I’ve  tried  to  do  this  before,  and  the  cost  would  have  been  astronomical  –    •  even  just  the  interface  would  be  $5,000  -­‐  $10,000  •  it  would  probably  require  a  full-­‐*me  staff  member  working  on  it  •  we  spend  maybe  20  minutes  to  an  hour  a  week  working  on  it.”  
  21. 21. #ContentCura*on  @GetCurata  
  22. 22. #ContentCura*on  @GetCurata  HOW TO CURATE
  23. 23. #ContentCura*on  @GetCurata  1.  Iden*fy  2.  Find  3.  Organize  4.  Share  5.  Create  Steps to successful curation:
  24. 24. #ContentCura*on  @GetCurata  Identify
  25. 25. #ContentCura*on  @GetCurata  
  26. 26. #ContentCura*on  @GetCurata  
  27. 27. #ContentCura*on  @GetCurata  FindSources  – RSS  Feeds  – News  Sites  – Blogs  – Trade  Pubs  – TwiIer  – Journals  Schedule  a  regular  and  consistent  *me  every  day  to  review  content.  
  28. 28. #ContentCura*on  @GetCurata  
  29. 29. #ContentCura*on  @GetCurata  
  30. 30. #ContentCura*on  @GetCurata  Organize§  Categorize  §  Tag  §  Group  §  Index  §  Archive  §  Recommend  Think  like  a  librarian  when  organizing  content.  –  Use  categories  &  tags  in  blog  sodware    –  Make  your  CTA  point  to  another  piece  of  content    –  Create  digests  &  roll-­‐up  summaries  
  31. 31. #ContentCura*on  @GetCurata  
  32. 32. #ContentCura*on  @GetCurata  
  33. 33. #ContentCura*on  @GetCurata  Share§  Website  /  Microsite  §  Blog  §  Mobile  devices  §  Email  NewsleIer  §  Embeddable  Widgets  §  Feeds  §  Social  Media  Share  content  everywhere  your  audience  is.  
  34. 34. #ContentCura*on  @GetCurata  
  35. 35. #ContentCura*on  @GetCurata  
  36. 36. #ContentCura*on  @GetCurata  Create – add value§  Annotate  §  Analyze  §  Recap  or  summary  §  Ask  ques*ons,  polls  §  Comment  
  37. 37. #ContentCura*on  @GetCurata  
  38. 38. #ContentCura*on  @GetCurata  Content Curation & Fair Use•  Share  only  a  por*on  of  the  original  content  •  Always  aIribute  sources  •  Drive  visitors  to  the  original  publica*on  •  Follow  the  Google  “Rule  of  Thumb”  Create,  curate,  but  never  pirate  content.  
  39. 39. #ContentCura*on  @GetCurata  Think beyond your own brand§  Include  compe*tor  content  §  Include  content  that  may  not  agree  with  your  posi*on  §  Need  this  to  become  a  trusted  and  reliable  authority    You  may  need  to  curate  compe*tor  content  to  become  a  thought  leader.  
  40. 40. #ContentCura*on  @GetCurata  www.curata.com/resources

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